call or visit us online. we're ready to help. >>> we're back now with a holt topic tonight as we head into the holiday season. when and how to get is best shopping deals whether you're buying in stores or online. >> reporter: it's are holiday tradition, rounds of shoppers. lining up to get the best deals on black friday. but according to decide, a company that tracks retail prices, many popular items like cameras, jewelry and high end apparel get more expensive as the days go on and prices increase. last year this price of ugg boots averaged $135, but this year just $85. it's part of why more than half of holiday shoppers will begin before halloween this year. >> toys "r" us is going after early birds with a hot reservation program. you're guaranteed to it have for the holidays, although you'll pay full price. it's all a sign of the tough competition that retailers face. this year for the first time more than half of holiday shoppers will shot online which has major retailers doing everything they can to lure